Today, I took part in Commchat. I'm sorry to say I hadn't encountered the hour long Twitter debate before. I will, however, tune in again. It's a collection of communication brains (PR mainly) debating the topic of the week.

@AndrewGirdwood And look at us all now! It's five to 9! Always-on, indeed. ;-) #commschatCommsChat

Brands have to work very hard. They have to tell their stories, be useful, be relevant. Every day. Without getting tired or stale #commschatMynewsdesk UK

Work harder yes, but smarter too - trim the digital fat and get savvy about social - its about relationships, just digital ones #CommsChatCat

Work harder yes, but smarter too - trim the digital fat and get savvy about social - its about relationships, just digital ones #CommsChatCat

For examples of how we're adapting at ODEON, see here: http://www.nma.co.uk/news/odeon-decreased-negative-sentiment-by-61-after-taking-social-engagement-in-house/4001637.article and here: http://www.conversocial.com/customers#case-studies #commschatAlex Packham

We need to embrace the Always-On culture - even if some clients don't yet want it #commschatAndrew Girdwood

#commschat There's the rub. Nobody, but nobody, joined a social network to 'engage' with a 'brand'. Knowing why they did is key to successSteve Downes

#commschat @AndrewGirdwood You have to work SO much harder. People are clever and naturally reject anything falseCat

Therefore we're all going to need to work a lot harder, faster and meet consumer demand for info #commschatAlex Packham

@CommsChat you need to be more integrated with offline endeavours no more working in silos and digital coming last or first #commschatpferron